Automobile equipment supplies such as Valeo generally have a B2B strategy. But at major auto shows, Valeo wanted to contact the end customers directly to draw their attention to certain technical innovations that vehicle manufacturers were dragging their feet to implement. This concerned air conditioning and filtration systems for the car interior, capable of reducing pollution inside the vehicle.
The brochures we created simplified the problem for a non-technical approach. Even so, the primary aim of the campaign was not to create a real market pull, but to increase pressure on vehicle makers to encourage them to communicate more openly on the innovations available.
The centrepiece of the campaign was a large backlit billboard at the Paris car show.